Campaign’s PR Faces to Watch 2021 — Reem Al-Ajeel, Senior Consultant, Instinctif Partners

Campaign’s PR Faces to Watch 2021 — Reem Al-Ajeel, Senior Consultant, Instinctif Partners

Age: 27

Nominated by George Allen, Partner, Instinctif Partners

I have no hesitation in nominating Reem as a face to watch. Having joined in Q2 2020, her impact can only be described as immediate and sustained. Taking on a new role at the height of a pandemic lockdown is a challenge, but Reem rose to it and excelled. She now leads our Corporate Comms & Public Policy practice in MENA, with responsibility for clients across sectors. Her diligence, creativity and determination to achieve results are a credit to Reem and to her team, and we’re very excited to see her career curve steepen.


I started my career working on healthcare campaigns in the UK and across the region – igniting my passion to work on purpose-driven communications. At Instinctif Partners, I’ve supported the growth of the Corporate Communications & Public Policy team and led the Alwaleed Philanthropies account.  Prior to joining Instinctif, I worked with Novartis on a regional heart failure campaign, providing vital resources to patients and caregivers. The campaign was immensely rewarding and was recognised by MEPRA, PRCA and PR Week. Most recently, I won the PRCA Next Gen MENA Global Creative Challenge and joined the PRCA Next Gen MENA Committee.

Guiding principles

Stay curious. Personally, professionally and academically I have always been fascinated to learn more. I have been grateful to work with diverse, interesting and inspiring people who have instilled in me a sense of curiosity.

How has Covid changed your job?

We have had to be more agile, understanding, and creative to support both clients and colleagues. We have had to rethink the way we work, use digital tools and effectively communicate. Ultimately, this has led to closer and stronger relationships.

Side hustle

Originally starting from supporting clients with their creative work, I now do voiceovers for a variety of projects. It’s been eye-opening to witness how easy it can be to work purely online and connect with people around the world.

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